Modern technology gives us many things.

Customers think green, but not buying green

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panasonic fullhdeco intent fails

Kermit the Frog once sang “It’s Not Easy Being Green” and it seems Australian tech consumers are expressing the same thing.

A study commissioned by Panasonic shows, despite the consumer’s best intentions of buying eco-friendly products, only 20 per cent actually do.

The research showed 75 per cent of customers considered environmental features but this faded dramatically the closer they got to the cash register.



More than 2000 people were surveyed as part of the study and examined purchasing behaviours of key electronic categories including TVs, digital cameras, air conditioners and washing machines.

Eco features on many consumer electronics products include increased energy efficiency to lower power consumption and using recyclable materials.

Other findings included:

* Eco-features accounted for between 11-20 per cent of purchase intent depending on the type of product.

* The strongest eco intent was seen with the purchase of appliances like washing machines while the eco-link was weakest when purchasing home entertainment products like televisions.

* The 33-44 age group valued eco features less than the younger 18-24 group and the older over-55 group.

Steve Rust, Panasonic Australia’s managing director, said the results were disappointing considering the investment the company had made to make its products more environmentally friendly.

“The message just isn’t translating to action,” he said. “Consumers are making all the right noises but at the end of the day they just aren’t buying green – at least with consumer electronics.”

“The single best thing we can do to encourage more business to adopt better environmental behaviour is to make it more commercially attractive.

“We simply have to work out what is stopping the consumers buying green and overcome it.”

At January’s Consumer Electronics Show in Las Vegas, Panasonic displayed a number of products which produce their own energy including household fuel cells and solar power generators.

Others showcased at CES could also store energy (household Lithium Ion battery systems), save energy (LED lighting, energy efficient plasma panels) and manage energy smart energy gateways).